Learn how feedback routing works and how to choose the best strategy for your business.
Who is this for?
Users who want to understand how customer feedback is routed and how to optimize their feedback collection strategy.
What is Feedback Routing?
Feedback routing determines where customers go after submitting feedback through your tool. You have two main options:
Private Thank You Page: All feedback comes to your dashboard privately
Review Site Routing: Happy customers go to public review sites, unhappy customers submit private feedback
The Two Routing Options
Option 1: Private Thank You Page
All customers, regardless of rating, see a private thank-you page
All feedback comes to your Awardee dashboard
No customers are sent to public review sites
You handle all feedback privately
IMAGE HERE (Flowchart showing all customers submitting feedback → Private thank you page → All feedback to dashboard)
Complete privacy - no public reviews
All feedback in one place
No risk of negative public reviews
Full control over customer communication
Miss opportunities for public positive reviews
No SEO benefit from reviews
No social proof for potential customers
Limited online reputation building
Businesses that prefer complete privacy
Internal feedback collection
Beta testing or soft launches
Businesses with compliance or privacy requirements
Situations where public reviews aren't beneficial
Option 2: Send to Review Site
You set a star rating threshold (3+, 4+, or 5+)
Customers at or above the threshold are sent to Google or a custom URL
Customers below the threshold submit private feedback to your dashboard
You get public reviews from happy customers and private feedback from unhappy ones
IMAGE HERE (Flowchart showing customers submitting feedback → Rating check → Happy customers to review site, Unhappy customers to private feedback form)
Build public reviews and social proof
Improve SEO with Google reviews
Handle issues privately before they go public
Boost online reputation
Attract new customers with positive reviews
Some customers may not complete public reviews
Requires Google Business Profile or custom URL setup
Less control over public review content
Need to monitor both dashboard and review sites
Businesses that benefit from online reviews
Retail and hospitality businesses
Service businesses seeking new customers
Businesses with strong customer satisfaction
Building online reputation and SEO
Choosing Your Star Rating Threshold
When using review site routing, you choose which ratings get sent to public review sites:
5+ Stars Only
Sends to review site: Only perfect 5-star ratings
Only the happiest customers leave public reviews
Highest quality public reviews
Minimizes risk of mediocre public reviews
Fewer public reviews overall
May miss good 4-star experiences
Slower reputation building
Luxury or premium brands
Businesses with very high standards
When quality over quantity matters
4+ Stars
Sends to review site: 4 and 5-star ratings
More public reviews than 5+ only
Still captures very satisfied customers
Balanced approach
Good for most businesses
Some 4-star reviews may be less enthusiastic
Slightly higher risk than 5+ only
Most businesses (recommended default)
Balanced reputation building
Steady flow of public reviews
3+ Stars
Sends to review site: 3, 4, and 5-star ratings
Maximum number of public reviews
Fastest reputation building
Shows transparency
3-star reviews are neutral/mixed
May include less positive feedback publicly
Higher risk of mediocre public reviews
Businesses needing to build reviews quickly
Very confident in customer satisfaction
Transparent reputation strategy
IMAGE HERE (Comparison chart showing the three threshold options with example review counts and quality levels)
Review Site Destinations
Google Business Profile
Your business's Google listing
Appears in Google Search and Maps
Most visible review platform
Google Business Profile ID
Active Google Business Profile
Verified business listing
Maximum visibility and SEO benefit
Trusted by customers
Integrated with Google Search and Maps
Free to use
How to find your Google Business Profile ID:
NEEDS CONFIRMATION: Instructions for locating Google Business Profile ID
IMAGE HERE (Screenshot showing where to find Google Business Profile ID in Google Business Profile dashboard)
Custom URL
Any URL you specify
Could be another review platform
Could be a custom landing page
Yelp review page
TripAdvisor listing
Facebook reviews
Industry-specific review sites
Custom thank-you page with incentives
Flexibility to use any platform
Can direct to multiple platforms (via custom landing page)
Control over destination experience
May not have same SEO benefit as Google
Requires setup and maintenance
Platform-specific requirements
What Customers Experience
Private Thank You Page Flow
Customer scans QR code or clicks link
Customer leaves feedback and rating
Customer sees thank-you message
Feedback appears in your dashboard
Alert contacts receive notification
Review Site Routing Flow (Happy Customer)
Customer scans QR code or clicks link
Customer leaves 4 or 5-star feedback (if threshold is 4+)
Customer is redirected to Google or custom URL
Customer can leave public review
You don't see this feedback in your dashboard (it went public)
Review Site Routing Flow (Unhappy Customer)
Customer scans QR code or clicks link
Customer leaves 1, 2, or 3-star feedback (if threshold is 4+)
Customer sees private feedback form
Customer can provide detailed feedback
Feedback appears in your dashboard
Alert contacts receive notification
You can address the issue privately
IMAGE HERE (Side-by-side comparison showing happy customer flow vs unhappy customer flow with review site routing)
Important Considerations
You Won't See Happy Customer Feedback in Dashboard
Customers above the threshold go directly to the review site
Their feedback does NOT appear in your Awardee dashboard
You only see feedback from customers below the threshold
Check your review site (Google, etc.) to see happy customer reviews
Managing Two Feedback Channels
Awardee dashboard: Unhappy customer feedback requiring action
Review site: Happy customer reviews and public reputation
Response Strategy
Respond quickly to address issues
Use resolution notes to track actions
Follow up with customers when possible
Mark as closed when resolved
Respond to reviews on the platform
Thank customers for positive feedback
Address concerns in negative reviews professionally
Follow platform-specific best practices
Changing Your Routing Strategy
You can change feedback routing at any time:
Go to Tool Settings
Update the feedback routing option
Change star threshold if using review site routing
Update destination (Google ID or custom URL)
Save changes
Changes apply immediately to new feedback submissions.
Best Practices
Start Conservative
Begin with private thank-you page to understand feedback patterns
Once confident in customer satisfaction, switch to review site routing
Start with 4+ or 5+ threshold, adjust based on results
Monitor Both Channels
Check dashboard daily for private feedback
Review public reviews regularly
Respond to both private and public feedback promptly
Test Your Setup
Submit test feedback at different rating levels
Verify routing works correctly
Ensure Google Business Profile ID is correct
Test custom URLs before going live
Adjust Based on Results
If getting too few public reviews, lower threshold
If public reviews are too mixed, raise threshold
Monitor customer satisfaction trends
Adjust strategy as business improves
Next Steps